A new wave of fitness enthusiasm is quietly sweeping across Shenzhen—but instead of heading to gyms, residents are flocking to supermarkets.
A viral promotion promising "one jin of beef or crayfish for every three jin of weight lost" has rapidly gained traction on social media, igniting public interest. Since April 1, the campaign has been rolled out across Yonghui Superstores nationwide. The outlet at Kingglory Plaza in Luohu—widely regarded as a first stop for Hong Kong residents visiting the mainland—has become a popular check-in destination for participants from both Shenzhen and HK.
Against the backdrop of a nationwide "weight management year," Yonghui has responded to growing consumer demand for healthier lifestyles in a down-to-earth and engaging way. The campaign has transformed supermarkets from mere retail spaces into platforms for co-creating lifestyle experiences, with Shenzhen—long at the forefront of consumer innovation—leading the trend.
Since the launch of the promotion, customer service counters at Yonghui stores across Shenzhen have been flooded with inquiries. "I already wanted to lose weight, and now I'm even more motivated," said Ms. Wang, a Shenzhen resident waiting in line to register. "You can slim down and get beef at the same time—how could you not go for it?"
Many participants described the campaign as both fun and rewarding, turning what is often seen as a tedious process into something appealing. Some HK residents even made special trips across the boundary to join. "I often shop at Kingglory Plaza anyway. This activity is innovative, healthy, and comes with rewards—it's a win-win," one participant said.
According to the organizers, the "Lose Weight for Beef" campaign runs from April 1 to April 30 across all Yonghui outlets nationwide. Participants can redeem one jin of beef, live crayfish, or kiwifruit for every three jin of weight lost, choosing one of the three options. Each individual can redeem up to three jin in total, with only the first 100 participants per store eligible for these rewards on a first-come, first-served basis.
Those exceeding the 100-participant limit can still receive one bottle of Yonghui-branded fruit juice for every three jin lost, with a maximum of three bottles per person. During the campaign period, customers can register at participating stores by presenting a same-day purchase receipt of at least RMB 88 or an order screenshot, along with their ID. Weigh-ins and reward collection are available 10 days after registration.
Liu Shaoqiang, head of brand marketing at Yonghui Superstores, said the initiative aims to make health management more engaging and rewarding through interactive participation. He emphasized that the campaign prioritizes "scientific" methods, explicitly prohibiting unhealthy practices such as diet pills, induced vomiting, or extreme dieting.
"What we want is not just weight loss, but improved health through balanced diets and reasonable exercise," Liu said.
(Reporter: Guo Ruoxi)
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